Apple urges Apple Watch buyers to shop online to avoid lengthy queues
Apple is trying to funnel shoppers away from its physical stores upon the launch of the Apple Watch, instead instructing staff to urge customers to order the smartwatches online, according to a leaked memo from the company.
Angela Ahrendts, Apple sales chief, ordered the shift in Apple’s policy of having consumers queue for their new hardware on launch day, in a move likely to cut out long queues and on-the-day supply woes, according to Business Insider.
The memo read: “The days of waiting in line and crossing fingers for a product are over for our customers. The Apple Store app and our online store make it much easier to purchase Apple Watch and the new MacBook. Customers will know exactly when and where their product arrives.
“This is a significant change in mindset, and we need your help to make it happen. Tell your customers we have more availability online, and show them how easy it is to order. You’ll make their day.”
The memo also covers the launch of the MacBook, suggesting a wider shift in the company’s retail policy.
The Apple Watch can be from pre-ordered Friday (10 April). It will be launched internationally 9 March.
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